Cabelas Media Buying Spreadsheets

Prepared by B. Honkomp, Nov. 1, 2009

Media Buy Overview Media Vehicle Television American Outdoorsman The Outdoor Quest Outdoor Sportsmens Television Outdoors with Joey Mines Man vs. Wild TOTAL/AVG TV Radio Billings, MT-- KRKX-FM Billings, MT-- KMHK-FM La Crosse,WI-- WTMB-FM La crosse, WI-- WKBH-FM Rapid City, SD-- KFXS ALL RADIO TOTALS/AVG Magazines American Hunter Deer & Deer Hunting Buckmasters Petersen's Hunting Bowhunter American Rifleman Shooting Sportsman TOTOAL/AVG MAGAZINES Newspapers Billings Gazette Argus Leader La Crosse Tribune TOTAL/AVG NEWSPAPERS Internet HuntingNet.com shooting-hunting.com shootingtimes.com thehuntinglife.com BANNERS TOTAL/AVG Google.com TOTAL/AVG No. of Insertions Total cost CPM

255 255 255 255 255 1275

$ 15,462 $ 10,005 $ 11,824 $ 10,914 $ 13,643 $ 61,846

$ 9.77 $ 9.77 $ 9.77 $ 9.77 $ 9.77 $ 9.77

400 400 400 400 400 2000

$ 11,880 $ 9,360 $ 21,600 $ 47,520 $ 31,680 $ 122,040

$ 6.19 $ 4.88 $ 11.25 $ 18.00 $ 12.00 $ 10.46

4 4 4 4 4 4 4 28

$ 164,720 $ 30,856 $ 21,276 $ 107,960 $ 31,640 $ 204,620 $ 15,048 $ 576,120

$ 12.49 $ 29.99 $ 4.83 $ 25.92 $ 20.29 $ 10.29 $ 77.84 $ 25.95

16 16 16 48

$ 257,670 $ 277,814 $ 277,814 $ 813,299

$ 173.67 $ 155.82 $ 268.14 $ 199.21

4 4 4 4 16 19,600 3,367

$ 7,800 $ 8,100 $ 12,800 $ 7,800 $ 36,500 $ 16,040 $ 1,625,845

- - - - - $ 800 $ 61.35 $ 199.21 25.95 10.46 9.77

Cabela's Media Plan Prepared by B. Honkomp, Nov. 1, 2009

Magazine Placements

Cost/Ad (gross) American Hunter Deer & Deer Hunting American Rifleman Buckmasters Petersen's Hunting Bowhunter Shooting Sportsman Magazine Totals/Avg $ 41,180 $ 7,714 $ 51,155 $ 5,319 $ 26,990 $ 7,910 $ 3,762 $ 20,576
(avg)

Ad Size 1 page 1 page 1 page 1/2 page 1 page 1 page 1 page

# of Ad Position Insertions 4rd cover 3th cover inside inside inside inside inside 4 4 4 4 4 4 4 28
(total)

Total campaign cost $ 164,720 $ 30,856 $ 204,620 $ 21,276 $ 107,960 $ 31,640 $ 15,048 $ 576,120
(total)

Circ (000) 942,158 111,823 1,343,492 367,322 359,075 155,924 32,221 3,312,015
(total)

Reach estimate 3.5 2.3 3.7 3 2.9 2.5 1.5

Reach (000) 3,298 257 4,971 1,102 1,041 390 48

CPM (reach) $ 12.49 $ 29.99 $ 10.29 $ 4.83 $ 25.92 $ 20.29 $ 77.84 $ 25.95
(avg)

2.8 11,107
(avg) (total)

Cabela's Media Plan Prepared by B. Honkomp, Nov. 1, 2009

Newspaper Placements

Day of week Billings Gazette Argus Leader La Crosse Tribune Newspaper Totals/AVG

Section

As Size (col. In.) 258 258 258 258

Cost / Col. Inch 62.4 67.3 67.3 65.67

Gross Cost/ ad $ 16,104 $ 17,363 $ 17,363 $ 16,944

# of Insertions 16 16 16 48
(total)

Total Cost $ 257,670 $ 277,814 $ 277,814 $ 813,299

Circ Reach (000) estimate 46 56 32 134

Reach (000) 92.73 111.43 64.76 269

CPM (Reach) $ 173.67 $ 155.82 $ 268.14 $ 199.21

Thursday Outdoor Tuesday Outdoor Thursday Outdoors

2 2 2 2
(avg)

Cabela's Media Plan Prepared by B. Honkomp, Nov. 1, 2009

Program Billings, MT-- KRKX-FM Billings, MT-- KMHK-FM La Crosse,WI-- WTMB-FM La crosse, WI-- WKBH-FM Rapid City, SD-- KFXS All Radio Totals/AVG

Format Classic Rock Classic Rock Classic Rock Classic Rock Classic Rock

Daypart AM AM AM AM AM

Rating 3.3 2.6 3 6.6 6.6 4.4% 2.6% 3.0% 6.6% 6.6%

Persons 12+ in Market 110,500 110,500 130,000 130,000 96,600

Listeners of Station 4,862 2,873 3,900 8,580 6,376 26,591 (total)

Cost per point $ 9.00 $ 9.00 $ 18.00 $ 18.00 $ 12.00 $ 13.20 (avg)

Cost per No. of :60 ad Insertions $ 29.70 $ 23.40 $ 54.00 $ 118.80 $ 79.20 $ 61.02 (avg) 400 400 400 400 400 2000 (total)

Total Cost $ 11,880 $ 9,360 $ 21,600 $ 47,520 $ 31,680 $ 122,040 (total)

CPM (Listeners) $ 6.19 $ 4.88 $ 11.25 $ 18.00 $ 12.00 $ 10.46 (avg)

Cabela's Media Plan Prepared by B. Honkomp, Nov. 1, 2009

Television Placements Total viewers Cost per #/HH (000) point 2.5 2.5 2.5 7 9 5 20 21 43 43 36

Program American Outdoorsman Billings, MT La Crosse, WI Sioux Falls, SD Total/AVG The Outdoor Quest Billings, MT La Crosse, WI Sioux Falls, SD Total/AVG Outdoor Sportsmens Television Billings, MT La Crosse, WI Sioux Falls, SD Total/AVG Outdoors with Joey Mines Billings, MT La Crosse, WI Sioux Falls, SD Total/AVG Man vs. Wild Billings, MT La Crosse, WI Sioux Falls, SD Total/AVG All TV Totals/AVG

Rating Rating % 1.7 1.7 1.7 1.70% 1.70% 1.70%

TV HH in Market

HH viewing program

Cost per No. of :30 ad Insertions Total Cost $ 35.70 $ 73.10 $ 73.10 $ 60.63 85 85 85 255 $ 3,035 $ 6,214 $ 6,214 $ 15,462

CPM Viewers $ 5.33 $ 8.01 $ 15.97 $ 9.77

157,700 2,681 214,800 3,652 107,700 1,831 8163.4

1.1 1.1 1.1

1.10% 1.10% 1.10%

157,700 1,735 214,800 2,363 107,700 1,185 5282.2

2.5 4 2.5 6 2.5 3 13

21 43 43 36

$ 23.10 $ 47.30 $ 47.30 $ 39.23

85 85 85 255

$ 1,964 $ 4,021 $ 4,021 $ 10,005

$ 5.33 $ 8.01 $ 15.97 $ 9.77

1.3 1.3 1.3

1.30% 1.30% 1.30%

157,700 2,050 214,800 2,792 107,700 1,400 6,243

2.5 5 2.5 7 2.5 4 16

21 43 43 36

$ 27.30 $ 55.90 $ 55.90 $ 46.37

85 85 85 255

$ 2,321 $ 4,752 $ 4,752 $ 11,824

$ 5.33 $ 8.01 $ 15.97 $ 9.77

1.2 1.2 1.2

1.20% 1.20% 1.20%

157,700 1,892 214,800 2,578 107,700 1,292 5,762

2.5 5 2.5 6 2.5 3 14

21 43 43 36

$ 25.20 $ 51.60 $ 51.60 $ 42.80

85 85 85 255

$ 2,142 $ 4,386 $ 4,386 $ 10,914

$ 5.33 $ 8.01 $ 15.97 $ 9.77

1.5 1.5 1.5

1.50% 1.50% 1.50%

157,700 2,366 214,800 3,222 107,700 1,616 7,203 13445.6 (total)

2.5 6 2.5 8 2.5 4 18

21 43 43 36

$ 31.50 $ 64.50 $ 64.50 $ 53.50 $ 43.51 (avg)

85 85 85 255

$ 2,678 $ 5,483 $ 5,483 $ 13,643

$ 5.33 $ 8.01 $ 15.97 $ 9.77 $ 9.77 (avg)

82 $ 35.67 (total) (avg)

1275 $ 61,846 (total) (total)

Prepared by B. Honkomp, Nov. 1, 2009

Inernet Placements

Banners HuntingNet.com shooting-hunting.com shootingtimes.com thehuntinglife.com BANNERS TOTAL/AVG

cost/1,000 total impressions / total cost / impressions month (000) month 30 45 40 30 65 45 80 65 $ 1,950 $ 2,025 $ 3,200 $ 1,950 $ 9,125
(total)

No. of Months

Total No. of Impressions (000)

Total Cost $ 7,800 $ 8,100 $ 12,800 $ 7,800 $ 36,500

4 260 4 180 4 320 4 260 16 1,020

Cabela's Media Plan Prepared by B. Honkomp, Nov. 1, 2009

Google Keyword-based Search Buys

Google Keyword-based ads guns outdoor sports hunting gear hunting outdoor Google Totals/Avg

cost/click (CPC) $ 0.50 $ 1.00 $ 0.69 $ 1.01 $ 0.80

total clicks / month 1,300 2,000 800 800 4,900

No. of months 4 4 4 4

total clicks 5,200 8,000 3,200 3,200 19,600

Total Cost $ 2,600 $ 8,000 $ 2,208 $ 3,232 $ 16,040

CPM (CPC) $ 500 $ 1,000 $ 690 $ 1,010 $ 800

Cabela's Media Plan Prepared by B. Honkomp, Nov. 1, 2009

September week 3 week 1 week 2 week 4 week 1

October week 1 week 2 week 3 week 4

November week 3 week 2 week 4

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Campaign Schedule Television American Outdoorsman The Outdoor Quest Outdoor Sportsmens Television Outdoors with Joey Mines Man vs. Wild Radio Billings, MT-- KRKX-FM Billings, MT-- KMHK-FM La crosse, WI-- WKBH-FM La Crosse,WI-- WTMB-FM Rapid City, SD-- KFXS Magazines American Hunter Deer & Deer Hunting American Rifleman Buckmasters Petersen's Hunting Bowhunter Shooting Sportsman Newspapers Billings Gazette Argus Leader La Crosse Tribune Internet HuntingNet.com shooting-hunting.com shootingtimes.com thehuntinglife.com

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